Hype, Hate & Hashtags: Navigating Basketball’s New Digital Colosseum
There’s a reason people say “ball is life.” Basketball isn’t just on the court anymore, it’s everywhere. From the clothes we wear to the music we listen to, to what we see on our screens, the game has expanded into a massive digital coliseum. Every Steph Curry shimmy, Chris Paul pass, or new Jimmy Butler hairstyle turns into content. In minutes messages spread all over Twitter, YouTube, Podcasts and anywhere content can be ingested. We’ve all stepped into this arena, armed with a mic, smartphone, and a camera. Deciding the fate of today’s stars with likes, retweets, and viral clips. Do we still appreciate the game, or are we just occupied with exploiting it for our gain?
“I feel like I’m very emotional right now. “This is my emo state, and I like this. This is me. This is how I’m feeling as of late.”
Lately, there’s been a shift. It’s not just about superstar athletes and record-breaking contracts anymore. The change goes deeper. It’s in how we’re consuming the sport, how we’re discussing it, and even how it's being delivered to us. A lot of that is driven by the rise of the creator economy, a new space where anyone with a mic and an opinion can influence the way we experience the game. It’s almost impossible to separate the game from the conversations, the commentary, and the constant stream of content that surrounds it. And we’re not just consuming the sport; we are participating in the endless feedback loop of takes, reactions, and hot debates.
The creator economy has reshaped how we experience sports. Now, everyone’s an analyst whether they’re podcasters, YouTubers, or Twitter personalities and the game itself has become content. Creators like WillSoTrill and Trice dive into stories, break down team strategies, and analyze player development. Their content, although mainly online, influences how we think about what happens on and off the court. Thinking Basketball, led by Ben Taylor, goes even further, using advanced stats to gauge player impact and shape our understanding of greatness. These are just a few creators who are offering more than takes; they’re actively making unique content, pushing conversations forward with their community, and steering public opinion on everything from a player’s legacy to the culture of the game itself.
But it’s no secret that controversy sells, and in this ecosystem, that means more clicks, more likes, and more engagement.The more you garner, the better you will be rewarded, whether that’s through views, subscribers, or sponsorships. So as creators, we push the envelope, we exaggerate, we speculate, all in the name of getting more eyes on our content.
But at what cost? Are we turning the athletes we admire into nothing more than content fuel? We latch onto their every moment, on and off the court, and try to spin it into whatever story gets us the most traction. And sometimes once that narrative takes off, it becomes something far removed from the actual game. Just look at Joel Embiid’s decision to play for Team USA in the Olympics; it triggered a wave of online backlash from fans in both France and Cameroon. What started as passionate sports talk, over a few days quickly morphed into hostility, with accusations of betrayal flying across social media. Platforms that were once meant for connection have become breeding grounds for toxic criticism, where the lines between honest feedback and harassment blur. Kevin Durant hit the nail on the head when he tweeted about this prevailing culture during the 2024 Paris Olympics after he set the record for most points in US Olympics:
Durant’s frustration points directly at a fan culture that, driven by ego and a lack of understanding, has not only disrespected athletes but also made them targets. It’s no longer just about their performance. Now they have to defend their mental well-being and reputation too, against an onslaught of negativity that sometimes overshadows their hard work and dedication.
What’s even more fascinating is how this constant churn of content creates a feedback loop. The athletes perform, we react, and our reactions end up influencing how fans see the athletes. We are all co-creators of the sports narratives that aren’t fantasies in our minds or amongst friends anymore. Social media has made it easy to be a part of the conversation, whether we’re experts or not. We can tweet our thoughts as the game unfolds or upload reaction videos moments after the final whistle and ride the wave of attention to its apex.
I remember another instance where Kevin Durant calls out the culture again that’s developed around sports, saying that,
“Too many people believe their commentary is what drives the game forward.” -Kevin Durant
He wasn’t wrong. There’s this bizarre power dynamic now between players and creators/media/fans. And this is the kind of engagement fans eat up. Instead of focusing on the extraordinary play by the USA Men in the semi-final against Serbia, the digital colosseum is screaming where is Jayson Tatum, have you seen him?! We are all sippin on strange mix of one part ego, a double shot of illusion, and just a splash of entitlement, shaken up into a cocktail that fuels the endless cycle of content, drama, and debate. Who are we to question Steve Kerr or Eric Spoelstra about Tatum’s on the court playing time. You don’t have to answer that.
When I started The High Post, I didnt want to be another voice in the digital noise. The world is already obsessed with engagement and clicks at any cost, I wanted to create something that went deeper. The High Post isn’t about churning out clickbait or farming outrage for attention. It’s about real conversations, meaningful stories, and thoughtful explorations of sports culture.
What drives us is authenticity and nuance. We’re here to give a platform to voices that often get lost in the shuffle of hot takes and headline chasing. Our goal is simple: elevate the conversation. We want to go beyond the surface level and dive into what really makes basketball special. Whether we’re highlighting a player’s personal journey, unpacking the cultural ripple effects of a moment on the court, or simply taking a moment to celebrate the artistry of the game, we’re committed to cutting through the sensationalism that dominates so much of today’s sports media.
Our manifesto says it best: we’re not here to chase algorithms. We’re here for the stories, the ones that stick with you long after the buzzer sounds. We believe in providing a space for creators who don’t just tear athletes down for clicks but instead dig deeper into what makes basketball so compelling in the first place. For us, it’s about honoring the human side of the game, the stories that remind us why we fell in love with basketball in the first place.
At the end of the day, the creator economy has undeniably changed the way we experience sports, but that doesn’t mean we have to lose sight of what matters most. Platforms like us (The High Post) exist to remind us that sports are played with REAL people, with REAL struggles, with REAL triumphs, and everything in between. NONE of us are just content to be consumed. That’s the direction I’ve always wanted to take, and as this landscape continues to evolve, I hope to see more of it. There’s still plenty of room for content that uplifts rather than exploits.
Peace, Passion & Progress
Dez the Artsmith
